Motivating public transport use: Travel behaviour and integrated ticketing for Greater Wellington
Car use is engrained in our culture. Changing behaviour towards using more sustainable travel modes such as public transport is notoriously difficult, despite the increasing awareness of environmental problems caused by car use.
Integrated ticketing is a policy measure more recently used in strategies towards achieving integrated and sustainable transport systems. It allows a passenger to travel with one public transport ticket throughout a region.
This research uses a mixed method approach to assess how integrated ticketing may affect public transport use in Greater Wellington. The psychological constructs determining decisions to use public transport are tested using an integrated environmental behaviour model proposed by Bamberg and Möser (2007). The results support the integrated modelling approach.
Intentions to use public transport are indirectly affected by awareness of environmental problems caused by car use mediated through social norms, guilt, perceived behavioural control and attitude. The intention to use public transport explains 56% of the variance in public transport behaviour. Integrated ticketing presents an opportunity to increase the ease and convenience of travel, shown to be important in the model. The majority of survey respondents perceived that they would use integrated ticketing in Greater Wellington and that it was important both on a regional and national scale. Achieving an effective integrated ticketing system in Greater Wellington will be conditional on firstly improving public transport service reliability and stakeholder communication. Integrating fares across the region and across modes will also be crucial to the system’s success.